According to a groundbreaking report released by The Luxury Group of Marriott International, the face of luxury travel in the Asia Pacific (APAC) region is undergoing a dramatic transformation. This comprehensive study delves into the evolving preferences and behaviours of high-net-worth (HNW) travellers across six key markets: Australia, Singapore, South Korea, Japan, Indonesia, and India.
Spending Surge and Regional Travel Preference
The report reveals a significant uptick in leisure travel spending among affluent travellers, with 68% indicating plans to increase their travel budget over the next 12 months. Notably, Indian travellers lead this surge, with 89% planning to spend more on luxury travel. A staggering 74% of respondents intend to travel within the APAC region, with Australia as the top destination, chosen by 46% of travellers. Japan follows closely, attracting 42% of HNW travelers’ interest.
Culinary Adventures: The New Driver of Luxury Travel
High-end gastronomy has become the primary motivator for luxury travel, with 88% of respondents planning their holidays around food experiences. Almost half of the surveyed travellers (49%) consider fine dining an ideal night out, and 83% choose destinations to visit award-winning restaurants. This trend underscores the importance of unique culinary experiences in the luxury travel market.
Emergence of New Luxury Traveler Personas
Marriott’s report identifies three new categories of luxury travellers, each with distinct preferences and motivations:
- The Venture Travelist: This next-generation “Bleisure” tourist combines business with leisure. These travellers prioritize destinations that offer business opportunities, seeking to forge connections with local communities while enjoying family vacations.
- The Experience Connoisseur: Predominantly millennials, these travellers view leisure trips as investments in personal enrichment. They seek personalized, exclusive experiences that enhance their mental and physical well-being.
- The Timeless Adventurer: Debunking stereotypes of older travellers, this group of over-65s desires immersive experiences. They prioritize unique, memorable aspects of destinations over typical tourist attractions.
Extended Stays and Group Travel
HNW travellers in the APAC region favour extended holidays, with an average of six leisure trips planned over the next year. Short stays average three nights, while more extended vacations span two-and-a-half weeks. A significant 70% prefer travelling with family or friends, emphasizing the importance of kinship and shared experiences in enriching their journeys.
Australia’s Rising Popularity
Australia is the top destination among Indian, Indonesian, Japanese, and Singaporean travellers. A remarkable 69% of India’s HNW tourists are planning a trip to Australia, highlighting the country’s appeal as a premier luxury travel destination in the region.
Insights into the Indian Luxury Travel Market
The report sheds light on the Indian market, where 89% of HNW travellers plan to increase travel expenditures. This group is highly engaged, often travelling with family and friends to celebrate critical milestones or attend private events. Around 38% plan trips with friends, and 33% organize celebratory trips.
Food Tourism’s Growing Influence
Culinary experiences are at the forefront of luxury travel decisions, with 88% of travellers choosing destinations based on food exploration. Fine dining options are crucial, with 81% selecting hotels for their gourmet offerings. Additionally, 35% of respondents are willing to spend more on unique culinary experiences, reinforcing the importance of food tourism in the luxury segment.
Conclusion: Redefining Luxury Travel in APAC
Marriott International’s Luxury Group has provided invaluable insights into the evolving landscape of luxury travel in APAC. As affluent travellers prioritize gastronomy, personalized experiences, and extended stays, the travel industry must adapt to meet these new demands. The full report is available for download, offering a detailed analysis of these trends and their implications for the future of luxury travel in the region.
For more information and to download the complete report, visit Marriott International’s Luxury Group.
Written by: Yves Thomas
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